Brand Tone

Curated & Sophisticated, Mindful & Conscious, Personable & Community-Focused, Passionate & Appreciative

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Responsibility
• •Community & Connection
• •Independent & Family-Run Ethos
• •Customer Experience
• •Passion for Products

Best Practices

• •Develop a Brand Voice Guide: Document Pick Store's specific tone (e.g., sophisticated yet warm, mindful, passionate), core values, and a list of 'on-brand' and 'off-brand' words/phrases. This ensures everyone writing for the brand is aligned.
• •Emphasize 'Curated' and 'Mindful' Language: Consistently use words that reflect the selective and conscious nature of the products, such as 'thoughtfully selected,' 'responsibly sourced,' 'handcrafted,' 'sustainable,' 'conscious,' and 'intentional.'
• •Highlight the 'Japanese-Inspired' Aspect Authentically: Go beyond just stating it. Weave in elements of Japanese design philosophy (simplicity, harmony, craftsmanship) into product stories and descriptions where appropriate and accurate.
• •Foster a Sense of Community and Connection: Address the audience in a warm, inclusive, and personable way ('join our community,' 'from our family to yours'). Share stories behind the products or the brand itself to build connection.
• •Maintain Visual and Textual Harmony: Ensure the copy's tone matches the minimalist, clean, and high-quality aesthetic of the website and social media visuals. The language should feel as considered and well-designed as the products themselves.

Social Perception

Positive Legitimacy, Design-Oriented Niche Retailer, Community Builder

Copy Examples

• •Instagram Post (New Product): Welcome timeless design into your home. ✨ Our new [Product Name] is crafted with intention and inspired by Japanese simplicity. Discover mindful living, one beautiful piece at a time. #PickStoreLDN #JapaneseDesign #ConsciousLiving #NewArrival
• •Website Homepage Banner: Pick Store: Curated lifestyle essentials for a more considered way of living. Explore thoughtfully selected pieces, sustainably sourced and designed to inspire. Your community for Japanese-inspired design.
• •Email Newsletter Subject Line: A little piece of calm from Pick Store + Our latest sustainable finds. Email Body Snippet: Hello [Customer Name], At Pick Store, we believe your home should be a sanctuary. This week, we're excited to share new arrivals that blend serene Japanese aesthetics with our commitment to sustainability. From our family to yours, we hope these pieces bring a touch of mindful beauty to your everyday.
• •Facebook Ad: Looking for unique, design-led gifts and homewares in London? Pick Store offers a curated selection of Japanese-inspired treasures. As an independent, family-run business, we're passionate about quality and sustainability. Visit us online or in-store and join our community! #ShopLocalLDN #PickStore #SustainableStyle #JapaneseInspired
• •Product Description Snippet (for a handcrafted item): Each [Product Name] is a testament to timeless craftsmanship. Lovingly made by [Artisan/Brand if applicable], this piece not only adds beauty to your space but also tells a story of sustainable practices and thoughtful design. Experience the Pick Store difference.